Yellow Pages Ads

First of all, allow me to be absolutely clear about my feelings regarding Yellow Pages Ads…

DON’T DO IT!

More specifically, don’t PAY to advertise with the Yellow Pages, whether it be print or online!

“With yellow pages advertising, your ineffective ad can run for months (at your charge) without your ability to modify it. The book, once printed, remains for a year.” ~ excerpted from Selling Ice to the Eskimos¹

There are MUCH more affordable and effective strategies available when spending your advertising dollars, but I’ll save that discussion for another post. (Okay, one little hint: Google My Business – and it’s a free service!)

As an aside, while composing and formatting this blog post I received a sales call from a Yellow Pages representative! Coincidence? Am I being monitored? I think the answer is simple: they are a VERY aggressive advertising agency and are still riding the wave of success they enjoyed pre-Internet.

“Let Your Fingers Do The Walking?”

Yellow Pages Listing

In order to illustrate how yesterday’s Yellow Pages are analogous to today’s Internet – specifically IN THE WAY THEY ARE USED by consumers to locate businesses, products and services, I will make reference to the the old, print version of the Yellow Pages phone book.

No matter how small or large your advertising budget, businesses knew they MUST advertise in the printed Yellow Pages in order to be found by their potential and repeat customers.

Ready?

Traditional Advertising

First of all, you’ll have to think back to the days before the existence of computers and the Internet.

Nearly all ads were delivered through one or more of the “traditional” advertising channels previously mentioned. These advertising services are still available today, although their use and effectiveness have dramatically declined.

For the purpose of this discussion, let’s get into character and dial our time machine back to around 1960.

Back to the future? Not exactly.

“Purchase a box of ZIP Ultra and change your life forever!”

Television Advertising

Remember sitting in front of your television set – the only one in the house – and enjoying your favorite show?

Back then, you had to watch the programming LIVE, and you had to get up and walk over to, and physically twist the TV knob to change the channel. Fortunately, there were only 3 or 4 channels to choose from, so channel surfing was at most a 10 second adventure.

But I digress.

As you laughed, cried, cringed, or snarled your way through whatever was being aired, there was always those annoying, nagging interruptions, also known as “commercials” (or advertisements).

You were systematically bombarded with adverts for products.

Advertisements for cereal – do you remember “Sugar Bear”? Were you “cuckoo for Cocoa Puffs”?

Do you remember when Fred Flintstone and Barney Rubble took “Winston” breaks? This ad will remind you:

And if you were REALLY lucky, you saw a Brylcreem commercial:

Whether you liked it or not, there they were.

♪ ♫ “And now, a short message from our sponsor!”

Radio & Print Advertising

Radio was (is) much the same.

You motored down the highway tuned in to your favorite station with the volume cranked up, listening to the latest “hits”. Then you turned down the volume during the commercial ads.

While browsing through the newspaper or a magazine you sometimes paused to read a print ad.

What do all of these scenarios have in common?

The product or service was forced on you and asking you to take action, no matter if you wanted or needed said product, and at a moment when it was inconvenient for you to act on or even pay attention to what was being promoted.

Some things haven’t changed!

Weren’t TV commercials used for bathroom breaks?

Yellow Pages Were Yesterday’s Internet

When you WERE ready to look up a local merchant for a product or service, where did you go?

The YELLOW PAGES!

And you did so at a time and place that was convenient for YOU – usually in your home – right next to your phone.

Here’s how it worked:

You flipped to the yellow-colored pages… (opened a Search Engine)

All products were already categorized and alphabetized… (Search Engine Database)

You flipped through the pages… (performed a keyword search)

And eventually reached the desired page. (Search Results)

You placed one finger on the desired phone number… (Point and Click)

And dialed the number to learn more about the business. (We still do that, or visit their website)

If you were clever, you dog-eared (bookmarked) the most important (visited) pages for future quick access.

Sounding familiar?

Free Online Advertising

Whether it was yesterday’s printed Yellow Pages phone book or today’s Internet, we use(d) them in very similar ways.

We looked for the precise information (product or service) we desired, at a time and location that was convenient for us. It worked then and it works now!

And that’s why every business should be advertising online.

Of course, not all online advertising is free and this is VERY confusing for most business owners.

Bizeeo understands the difference between “free” and “paid” advertising, always steering you towards “free” advertising options that enable you to get the most bang for your advertising buck! Of course, unless you DIY, you pay Bizeeo for our services (time).